The Consumer Insight Competition is a corporate sponsored team competition which will use experiential learning to provide consumer insight into a key strategic marketing issue facing the sponsor. It will provide students with the opportunity to utilize qualitative consumer insight tools, such as netnography, ethnography and individual depth interviews, and challenge students to translate the consumer insight into effective marketing strategy recommendations. It will provide Kellogg students with the opportunity to learn ethnography skills by immersing themselves in the lives of target consumers through ethnography. Kellogg teams will present their findings and recommendations to top Marketing executives of the sponsoring company.
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